Target Market

“Whether B2B or B2C, I believe passionately that good marketing essentials are the same.We all are emotional beings looking for relevance, context and connection.”[i]

– Beth Comstock

Can _______________ (insert your company’s name) serve their customers if _______________ (insert your name) performing _______________ (insert your position) doesn’t exist? Few people recognize that all positions in the company are needed to serve the customer well. It isn’t a decision about whether one position or one person is more important than the other. All people in all positions must be bent on serving the customer. All the best promotions and advertising isn’t worth a penny if the rest of the company doesn’t work.

All business education includes some form of marketing. Identifying the target market and knowing what the customer looks like is an entry-level marketing concept. However, many employees feel so detached from the customer that they do not realize they are as important as the sales and marketing employee in serving the target market.

The concept of target market is understanding that your work is based on the company reaching its target market, and then taking care of that target market well. Using myself as an example. I have been an Allstate customer for over 30 years. I pay my bill on time and have had maybe 5 claims in these 30+ years. I stay and pay more to be an Allstate customer because Allstate takes care of me when needed. I am assuming a quality database administrator, as well as accountants, are necessary to allow me to be served well. It’s not just the price, the product or the salesperson who matters.

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About Jeanne Craig

Jeanne obtained her B.S. at Ball State University, M.B.A. at Middle Tennessee State University, and D.B.A. (ABD) at Anderson University. Her areas of interest include consumer behavior, information asymmetry, information and the consumer, and competitive analysis.